Lancôme, the leading luxury beauty brand in the world, has launched its brand new store concept for the first time worldwide in World Duty Free’s main store in Heathrow Terminal 5.

With this luxurious new concept, Lancôme’s original brand codes and signatures have been reinterpreted with timeless materials including crafted gold, crystal refraction and lighting design to bring a new aura to the store architecture.

As the largest international travel hub in Europe, Heathrow serves the most diverse mix of nationalities, most of whom are familiar with the iconic Lancôme brand.

Starting with skincare, customers visiting the new space will discover Lancôme’s Advanced Skincare & Beauty technology. A striking Skincare backwall showcases the various Beauty tech innovations and Génifique iconization, as well as a new science and trust table where customers can experience an in-depth skin diagnosis.

On Make Up, Lancôme’s impactful new retail design is more educational and expert than ever and includes a dedicated space for a make-up touch-ups before customers board their flights. The multi-sensorial journey continues with a dedicated fragrance space.

Commenting on this new retail identity, Delphine Poultney, UK Head of Beauty at Dufry said, “We are extremely proud to be able to open the very first new Lancôme store design in an airport location worldwide and we would like to take this opportunity to thank our partners at L’Oréal, who have worked in such close partnership with us to make this possible. At Dufry, we strive to ensure to ensure that we deliver the most luxurious and elevated travel experience to our customers and this new retail concept is definitely setting new standards for Heathrow.”

Continuing, Floriana Bove, Dufry’s Senior Category Manager for Beauty in the UK adds, “This project took more than a year of strong collaboration, with both Dufry and L’Oréal sharing the same ultimate goal of putting the customers at the center of our shops. This translates into pioneering the best beauty-tech innovations in skincare & make-up. L’Oréal have done a splendid job in creating a place for Lancôme where its values of care, generosity, trust, and science merge for our beloved travelers. Working together on this project has, once again, proven the strength of the partnership between Dufry and L’Oréal.”

“This Lancôme store is welcoming, caring, and ultimately feminine, and will appeal to the many different nationalities passing through Terminal 5 every day. The Lancôme rose has now a home, in Heathrow!” concludes Priscilla Foucault.

“Heathrow is one of the largest worldwide hubs. Starting the roll-out of the new retail identity in this shop was an obvious decision, and we are extremely proud to open today the very first airport counter worldwide with this new look. This is another step to realize our ambition at L’Oréal Travel Retail: to provide beauty to each traveler! We would like to take this opportunity to thank our partners at Dufry, who worked hand in hand with us to make this project a reality”, concludes Flavien de Paillerets General Manager TREMEAI L’Oréal Groupe in charge of Dufry